Effects of Customized Information and Community on Risk Perceptions in e-Commerce

This study examines 1) how consumer information processing affects consumers' perception of risk prior to purchase, 2) how the risk perception affects Web interactivity on a particular online service, and 3) how the risk perception mediates the relationship between two information resources and web interactivity, followed by satisfaction. Findings show that customized information and online community are directly related to reducing consumers' risk perception, which in turn leads to web interactivity and satisfaction. As a consequence, risk perception plays a significant role in bridging relationships between its antecedents and consequences. Our findings provide a real opportunity to contribute to the body of knowledge on contemporary econsumer behavior and to the practice of communication strategy by drawing attention to each building block.